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- Competitor map for analysis of brand marks and logo designPublication . Raposo, Daniel; Martins, Nuno Duarte; Brandão, DanielThis paper is a case report, presenting a method to dissect brand marks (logotypes and/or symbols) and Visual Identity Systems to inform the logo design process. The proposed method of competitors’map allows to scrutinize features and to identify existing common characteristics among sets of competing brand marks, improving decision making during the design phase, namely, the better paths to ensure graphic and semantic positioning and differentiation. This proposal of competitors’ map of brand marks and Visual Identity results from a research process conducted thought a mixed methodology, comprising non-interventionist components, such as literature review, dissection of existing methods and direct observation, followed by exploratory active research grounded on project design. Regarding results, we present a methodology and techniques to dissect brand marks and Visual Identity Systems, including strategies for analysing visual data and drawing conclusions about common denominators. This proposal of competitors’map of brand marks was validated by professionals in professional projects and with students in academic work.
- Dynamic visual identities: Fundamental principles of their designPublication . Fonte, Pedro; Martins, Nuno; Raposo Daniel; Pereira, Leonardo; Martins, Nuno Duarte; Raposo, DanielThis article analyzes Dynamic Visual Identities (DVI) intending to present a set of principles that designers should take into account when designing such systems. It starts with a literature review, approaching a set of reference authors, to clarify the key concepts around the DVI; its relationship with brands, brand identi-ties, visual identity systems; the socio-historical context that leads to the expansion of dynamic identities; the typology of DVI constructions, categorizing them and demonstrating some of their guiding and structural principles in their construction. A chronological overview of some pioneering DVI systems that introduced mecha-nisms designed for dynamism is also presented. Finally, based on the study carried out, the main potentialities and risks in the use of the DVI are presented and a set of principles to be taken into account in its design are identified.
- Exploring racial diversity in fashion brand advertising: An Instagram-based study of three prominent brandsPublication . Martins, Lara; Martins, Nuno; Pereira, Leonardo; Raposo, Daniel; Martins, Nuno Duarte; Raposo, DanielCultural and racial diversity in fashion brand communication has been a growing discussion topic, often associated with either spontaneous or organized by citizens movements advocating for issues of discrimination, exclusion, and even human rights. This article’s goal was to investigate the ethnic representation in the communication and promotion content published by three reference clothing brands on the Instagram social media platform: H&M, Lefties, and Zara. The study focused on the analysis of the Instagram pages of these three brands, between January 2020 and January 2022. In this article, we begin with a literature review on the topics of diversity and representation. We then present the methodologies and results of the carried out analysis on H&M’s, Lefties’ and Zara’s Instagram posts. Finally, we discuss the results and their respective conclusions.
- Interactive musical games–action research with a group of elderly peoplePublication . Correia Castilho, Luísa; Pereira, Cristina; Rebelo, Maria; Costa, Andreia; Marques, Ana Margarida; Amaral, Gabriela; Moreira, Maria João Guardado; Carvalho, Lucinda Sofia A.; Simões, Ângela; Candeias, Maria de Jesus; Tomás, Helena MargaridaSmell and hearing are vital in remembering a place, and according to Stanley Waterman (2006), they can invoke more memories than sight, allowing for the formation of more powerful mental images. For this author, sight captures a more comprehensive panorama quickly, while the senses of hearing and smell react more slowly, allowing for deeper memory records. Focusing only on hearing and taking up Murray Schafer's (1991) concept of Soundscape, in this communication, we look at the need to "archive the sounds of the world" for a group of elderly people by recruiting the collection, reproduction and creation of sounds.
- Redesigning the visual Identity of mon-profit organizations: The case study of Escola OficinaPublication . Vasconcelos, João; Martins, Nuno; Brandão, Daniel; Pereira, Leonardo; Raposo, Daniel; Martins, Nuno Duarte; Raposo , DanielThis article seeks to analyze the importance of Corporate Visual Identity (CVI) for non-profit and social solidarity organizations. It starts from the case study of Escola Oficina (EO), where an evaluation and consequent redesign of its CVI was developed. This study, developed within the ECHO research project, funded by the Fundação para a Ciência e Tecnologia (FCT), arose from a problem, identified by EO itself, that consisted of making known the activity developed and, above all, to minimize the generalised distrust of consumers regarding its products. EO is a social project located in Vila Nova de Gaia, in northern Portugal, and its main goal is to empower and prepare unemployed citizens, namely from vulnerable communities, for a future integration into the labour market. This chapter is based on a Case Study methodology, supported by a literature review and exploratory interviews. The main results were the development of a new corporate visual identity solution for Escola Oficina, in response to the problems identified in this study.
- Research and teaching in design and musicPublication . ; Raposo, Daniel; Neves, João Vasco; Castilho, M.L.C.; Silva, Ricardo; Dias, RuiConvergences and divergences in the teaching and practice of design and music based on the 2030 Agenda and the New European Bauhaus axes. As in previous editions, this volume includes the short papers approved and presented at EIMAD'24 - 9th International Research Meeting in Music, Arts and Design, which took place on 27 and 28 June 2024. The School of Applied Arts of the Polytechnic Institute of Castelo Branco is organising another edition of EIMAD - International Research Meeting. The EIMAD'24 event is based on two fundamental pillars. The first pillar is the 2030 Agenda, established by the United Nations Organisation, which aims to promote sustainable, regenerative and inclusive development on a global scale by 2030. The second pillar is the New European Bauhaus, a creative and interdisciplinary initiative promoted by the European Commission. This initiative creates a collaborative space where designers, architects, artists, scientists, engineers, digital experts and students can come together to build bridges between science, technology, art and culture. In addition, New European Bauhaus emphasises sustainability, inclusion and aesthetics to bring the European Green Deal closer to the people. In the first section we find articles that cross the themes of the 2030 Agenda, such as the challenges for better, more inclusive and more accessible education.We also find themes such as culture, economy and creativity, as well as the NEB axes.From convergences between typography and printed newspapers, the contribution of illustration to book cover design, brand design and handicrafts, to aesthetics and virtual reality performance, systems thinking in design teaching and proposals for more participatory and playful methodologies in design teaching. Along the same lines, the second part unfolds in studies on the teaching and practice of music based on the regional context, the study of the repertoire used in official music schools of traditional instruments, images of music, up to fundamental art, proposals for more sustainable or exploratory approaches in artistic fields such as clay and jewellery.
- Strategic visuality: Exploring the role of imagery in brand visual language - A case study of Renault KwidPublication . Gastal, Manuela; Oliveira, Fernando; Raposo, DanielAlthough the concept of image has been examined across multiple disci-plinary fields, there remains a notable gap in scholarly literature regarding the role of imagery in constructing a brand’s symbolic repertoire, meaning, and communicative strategies. This study aims to investigate the relationship between brand imagery and brand personality, with the objective of proposing parameters that inform the devel-opment of photographic aesthetics within a brand’s visual language This article focuses on car brands and employs a literature review combined with case study analysis to systematically examine the Imagery (Photographic style and/or Illustra-tion/Iconography) of the Renault Kwid. The study seeks to identify elements within photographic representations that align with the brand’s DNA and narrative, in order to define key points of contact that can reinforce these strategic attributes. The find-ings include the identification of analytical parameters for evaluating brand imagery and demonstrate their applicability in monitoring and assessing the relevance and communicative function of images within brand communication.